Johann N. Giertz, Ph.D., is a Senior Lecturer at Alfaisal University and earned his Ph.D from the University of Goettingen. His research focuses on consumer engagement, ephemeral content, social live streaming and influencer marketing. His academic contributions have been featured in peer-reviewed journals such as the Journal of Service Management and Electronic Commerce Research and Applications.
Johann
Nikolai Giertz
Senior Lecturer, Department of Marketing
Bio
Brief Biography
CV
CV_Johann_Giertz_0.pdf
(167.92 KB)
Publications
The Invisible Leash: When Human Brands Hijack Corporate Brands’ Consumer Relationships
Journal Article
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The Invisible Leash: When Human Brands Hijack Corporate Brands’ Consumer Relationships. (2022). Journal of Service Management, 33(3).
Streamers: The new wave of digital entrepreneurship? Extant corpus and research agenda
Journal Article
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Streamers: The new wave of digital entrepreneurship? Extant corpus and research agenda. (2021). Electronic Commerce Research and Applications, 46(101027).
Journal Article
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Content- versus community-focus in live streaming services: how to drive engagement in synchronous social media. (2021). Journal of Service Management, 33(1).
A Streamer’s Stream: The What and How of Successful Social Live Streaming
Conference Proceedings
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A Streamer’s Stream: The What and How of Successful Social Live Streaming. (2020). San Diego, USA: American Marketing Association.
Presentations
Calendar
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